I think media companies hate it because media companies regularly argue that it's bad. For example, there was a major scandal in late 2016 and early 2017 about the fact that nontraditional news sources sometimes publish lies; every mainstream news outlet I saw at the time argued that this is a new, bad trend, and that we should react by refocusing our trust on mainstream news outlets since they don't publish lies.

There are plenty of publishers like the National Enquirer, which make no pretense to be anything other than shock-garbage. The Wall Street Journal has a different stance.